Learn about the definition of luxury brands and the evolution of the luxury market. During this interactive session, you will discover what makes a brand luxury and how the business model of luxury brands differs from premium and fashion brands business models. Additionally, you will define the key dimensions of luxury hospitality.

Based on academic research findings and real case studies, you will learn about the latest trends and developments in luxury hospitality. Among others, we will discuss the implication for luxury brands of the following concepts and trends: quiet luxury, liquid luxury, brand authenticity, and transformation economy.

Learn how to create a perception of luxuriousness based on latest scientific findings and via live demonstrations of in-class experiments. Achieve a systematic understanding of how consumers judge the luxuriousness of hospitality brands and learn how to strategically use these cues.

Using practical examples from various industries, you will learn about the strategies used by luxury brands to create extraordinary added value and grow their equity. Each facet of luxury brand business models will be detailed and explained with concrete examples.

Luxury brands do not communicate their offerings as mass-market brands do. You will learn the specificities, as well as the dos and the don’ts of luxury brands communication strategy.

Achieving a high brand desirability is both a necessity and a challenge for luxury brands. Through different business cases, you will learn how to build and sustain a high desirability in the long term to develop lasting consumer-brand relationships.

To obtain the Certificate of Completion, participants must successfully pass the final assessment which is composed of an on-campus group presentation and an individual essay in response to open questions.